After launching its flavoured milk brand, Vio, early this year, Coca-Cola has rolled out an ad campaign to make consumers more familiar with the product. Vio is a carbonated milk based drink available in Kesar Treat and Almont Delight flavours.
The campaign includes an ad film which was launched late last month on television in Andhra Pradesh and Telangana and online across India.
Commenting on the advertisment, Abhishek Jugran, the director of liquid foods at Coca-Cola India and South West “Vio aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with milk power and targeted for on-the-go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, Vio – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive visual identity system. Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about Vio through TV, print and digital platforms. We expect Vio to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata.”
The campaign, with its focus on sports, was perfectly timed, considering that the world’s attention is now on the Olympics in Rio.